IHG & iotec: Increasing direct bookings through acquisition and loyalty

This case study looks at InterContinental Hotels Group's (IHG) Channel Shift strategy, as it partnered with the intent marketing platform, iotec, to increase direct bookings.

Campaign

Despite significant awareness of IHG’s brands, including Holiday Inn and InterContinental, IHG knew that only a relatively small proportion of their potential customer base have intent to book a hotel at any one time. For this reason, IHG partnered with the intent marketing platform iotec, to identify signals of intent among potential new customers and reach them with a performance driven, timely advert to drive direct bookings.

Each of IHG’s brands have a different marketing position, target market and marketing message. The team strategized over which product and message to use in order for customer acquisition to be as...

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